Company: Ruder Finn, New York, NY
Company Description: Ruder Finn, Inc. is a leading independent communications agency with more than 65 years experience, employing over 400 of the leading public relations professionals in the world. The agency’s expertise includes corporate reputation management, branding, cultural and social issues, and intent-driven social media through its full-service digital agency, RFI Studios.
Nomination Category: Video and Film Categories
Nomination Sub Category: Internal/Employee Communications

Nomination Title: Citi® Music – Igniting Employee Pride Through Global Music Video

The date on which this nominated production was first distributed or otherwise made public:

February 15, 2012

Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words).

Employees in the finance industry have faced several challenges over the past couple of years. As Citi, approached an important milestone – their 200th year anniversary – they decided to undertake an unprecedented initiative to celebrate their 260,000 employees around the globe and boost morale: create a virtual orchestra that would ultimately be shared globally. Collaborating with Ruder Finn, the final product was a beautifully moving video set to a soundtrack that features talented employees spanning 50 countries. It garnered 20,000 views on the first day it was posted and is being used at more than 150 anniversary events in 70 countries.

List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

"Proud" Written by Heather Small and Pete Vettese

Originally recorded by Heather Small
Produced by Ruder Finn & RFI Stuidos
Music Produced by: Marius de Vries
Music Supervisor: Michelle de Vries
Music Mixer/Engineers: Eldad Guetta, Nicholai Baxter
Music Mixed by: Andy Bradfield

Filmed at multiple locations

Executive Producer: Anne Hamburger
Producer/Post-Production Supervisor: Ashley Iser
Video Director: Edouard Getaz
Director of Photography: Denver Miller
Line Producer: Pam Tarr
Senior Editor: Tom Piken

Additional footage submitted by Citi employees